Research On Development Strategy Of A Ceramic Corporation Limited

With the transformation of economic development and supply-side structural reform in China,ceramic enterprises not only have great opportunities to transform and upgrade but also are confronted with dire challenges from market competition.It is a strategy problem worth pondering that how to seize the opportunities and meet the challenges,in order to promote and maintain sustainable development.The object of study,A Ceramic Co.,Ltd(hereafter called A),which started from the township restructuring enterprises,has faced growing pains of the small and medium-sized real economy as well as the challenges of economic transformation.It is representative in the traditional intensive labor-oriented research.Guided by enterprises strategy theory and combined with the local actual situation,both external and internal environment of A were analyzed in detail via PEST and Porter's Five-Force Model,and resource advantages and existing problems were summarized objectively.Furthermore,it came to a conclusion that there exists more opportunities to upgrade in the ceramic market than risks for A.Based on the analysis results and the development status and vision of A,it is essential to seize the external opportunities,give full play to superior resources,and choose management strategy of refined product positioning,online and offline assembly,integration of upstream and downstream resources and differentiation business.In order to ensure successful strategy implementation,it put forward a number of guarantee measures,such as industry resources,talent construction,product innovation,management and marketing,brand building and so on.Finally,based on the strategic study of A,it draws the following enlightenment that the traditional small and medium-sized enterprises should analyze their own advantages and disadvantages,combined their own characteristics,so as to formulate feasible and achievable development strategy.